Social media and HIPAA


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March 2011 Webinar for The Connecticut Association of Nonprofits.

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Social media and HIPAA

  1. 1. HIPAA & Social Media: What you need to know Brian Geyser, APRN-BC, MSN
  2. 2. The Game HasChangedMore people onlineMore surface areaMore touch pointsMore opportunity Need to seize opportunity, deliver brand promise consistently and coherently across all touch points, and mitigate risk
  3. 3. 86% of U.S FG100 Companies use at least one SM platform
  4. 4. 5,800 Hospitals in U.S. 1,000 (17%) use social media
  5. 5. 33,000 Homecare Providers1/3 have a Facebook Page
  6. 6. 65% of homecarecompanies have anoutdated website
  7. 7. 47%
  8. 8. 20K Nurses
  9. 9. December 16th, 2010
  10. 10. %
  11. 11. IS YOUR BRAND ?
  12. 12. Key QuestionsIf patients and family members are posting testimonials and sharingstories on a competitors Facebook Page but you dont even have aFacebook Page, what does that say about you?If people can leave comments, share ideas, and interact on otherproviderss on their websites but they cant do it on yours, what does thatsay?If family, referral sources, and patients can freely post content to acompetitors Facebook Page but they cant on yours, what does that say?If your competitors are demonstrating their expertise by posting videos,articles, and helpful tips but you are not, what does that say?
  13. 13. What are YOUafraid of? 1. Loss of control 2. Privacy & confidentiality 3. Potential for bad comments 4. Budget constraints 5. Employee productivity
  14. 14. What canSocialDOfor Us?
  15. 15. What Can Social Do For Us? Marketing/brand awareness Lead generation Public relations Loyalty building Communications Customer support Recruitment Networking
  16. 16. What else?Super Increase website traffic Boost natural search rankings Help monitor competitors Optimize customer service Establish company as a leader
  17. 17. Tell storiesBroadcast accomplishments to atargeting audience
  18. 18. Parent & employee engagementWord-of-mouth marketing
  19. 19. Public-facingcustomer serviceopportunities
  20. 20. Demonstrate expertise
  21. 21. ROI?
  22. 22. Its not about being a better marketerIts about being a better communicator
  23. 23. Give them what they want/need
  24. 24. HIPAACovered entitiesPrivacy ruleSecurity rule
  25. 25. 1. Use privacy settings to safeguard personal information and content to the fullest extent possible.2. Monitor your internet presence to ensure that the personal and professional information, and content posted about you by others, is accurate and appropriate;3. Maintain appropriate boundaries of the patient- physician relationship when interacting with patients online and ensure patient privacy and confidentiality is maintained;4. Separate personal and professional content online; and5. Recognize that actions online and content posted can negatively affect your reputation and may even have consequences for your medical career.
  26. 26. Team ModerationPolicies MonitoringStrategy Tools Training
  27. 27. TEAM ExecutivesCommunications Marketing PR Legal Doctors Nurses Consultants
  28. 28. POLICIES Internal External
  29. 29. INTERNAL Philosophy Rules of engagement Consequences Code of ethics Best practices
  30. 30. EXTERNAL Covenant Expectations Disclaimers
  31. 31. { tools }
  32. 32. 7 Best Tools for Health Care 1. Facebook 2. Blog 3. YouTube 4. Twitter 5. Online Community 6. Linkedin 7. Email marketing
  33. 33. 8 Success Criteria for Facebook Page Engagement1 Set community expectations2 Provide cohesive branding3 Be up to date4 Be authentic5 Participate in dialog6 Enable peer-to-peer interactions7 Foster advocacy8 Solicit a call-to-action
  34. 34. Monitoring Tools
  35. 35. Q: If Im a provider,should I friend mypatients onFacebook? A: it depends
  36. 36. Q: Can we remove postsor comments? A: YES. Respond, delete, or leave as is, but NEVER EDIT
  37. 37. Q: Are we liable for postings on non-employee forums we host or own?A: No. Section 230 of the Communications DecencyAct protects you as a sponsor of an online forum. "Ahealthcare provider cannot be held liable for postings made byother parties just because it owns or sponsors the forum.”HIPAA makes an “absolute distinction” between thehospital’s workforce (a term defined in the regulations) andeverybody else. Organizations are responsible for the actionsof their workforce, but not for the rest of the world.
  38. 38. Q: Are we liable for postings by apatients friends or family?A: No. The Department of Health and Human Services’ Officeof Civil Rights says, "Entities subject to the HIPAA Privacy andSecurity Rules are covered entities: health plans, healthcareproviders, and healthcare clearinghouses. Generally speaking,a covered entity would not be responsible for the actions by apatient’s friends or family."
  39. 39. Q: What if we invite people to poststuff. Are we liable then?A: If you invite illegal activity then you assume liability. If youwant to invite new moms to post baby photos or ask weightloss program participants to track their results in a supportgroup forum, then make sure you have a terms of use policywhere they are voluntarily giving you permission to publish thatinformation.”
  40. 40. Q: What if patients post photos theyhave taken in the hospital on socialsites?A: Post signs stating that picture taking is not permitted. Thatway, if a visitor ignores the rules, takes a picture and posts itonline, the hospital can at least demonstrate that it wasexercising reasonable measures to protect patient privacy.
  41. 41. Brian Geyserweb: carenetworks.comemail: 203.915.0524